This powerful and popular content performance tool gives you a rundown on analytics you may not have even known existed.
These analytics are aimed at helping you better understand a customer’s thought process — or how customers go from passively searching your site to actively clicking on links — so you can guide that process to result in profitable actions.
In short, Adobe Analytics provides tons of insightful data that can help you nab a sale. The realm of that insightful data includes advanced segmentation, predictive marketing, real-time Web analytics, marketing attribution, advanced data visualizations and mobile app analytics.
As a whole, the Adobe Analytics tool set gives you detailed information on the strengths and weaknesses of your content’s performance, so you can adjust it accordingly to ensure that it delivers.
Pros
The latest release of Adobe Analytics comes with a handful of new enhancements, all of which count as big pros for the tool. Improved mobile analytics — including in-app and personalized messaging — and a reimagined navigation system are two of the most notable.
Others include improved flexibility, with the option of implementing customized solutions that resolve your specific challenges; return-on-investment enhancements, with the ability to quantify digital performance to better measure success; and easier integration with other Adobe products.
Reports have been enhanced with deeper details that let you run breakdowns, correlations and subcorrelations.
One more perk is the multiple variables you can use to run more than 50 traffic, event and conversion variables.
You can set variables to capture a variety of data points or to expire at a certain time — or stack them on top of each other, so you can analyze a series of events.
Cons
Like several other Adobe products, Adobe Analytics can be rather pricey. Cost is determined based on the size of your site and the type of package you choose, with AboutAnalytics citing the average at about $5,000 per month.
Consistency, or lack thereof, is another con. User interfaces change across the Adobe platform, which results in a disjointed user experience.
While the massive number of reporting options could count as a benefit for some, it may be overwhelming and confusing for others.
Users have also reported that the response time for support and account management currently takes much longer than it used to.